融媒时代电视综艺节目的营销创新路径

The marketing innovation path of TV variety shows in the melting media era

在互联网技术快速发展背景下,人们在媒体使用方面呈现出碎片化需求,因此,传统媒体和新兴媒体的融合将成为未来的发展趋势。随着融媒时代的到来,能够全面促进电视综艺节目转型,对电视综艺节目营销提出较高要求。此研究主要分析融媒时代综艺节目营销的重要性,提出相应的营销创新策略,希望能为电视综艺节目的发展提供参考。

Under the background of the rapid development of Internet technology,people present fragmented demand in the use of media,so the integration of traditional media and new media will become the future development trend.With the advent of the media age,it can comprehensively promote the transformation of TV variety shows and put forward higher requirements for the marketing of TV variety shows.This study mainly analyzes the importance of variety show marketing in the age of integrated media,and puts forward corresponding marketing innovation strategies,hoping to provide reference value for the development of TV variety show.